Customer visits building a better market focus
Introduction -- Focus of this book -- Background -- Developments since the first and second editions -- Who should read this book -- Acknowledgments -- Rationale -- Why visit customers? -- Customer visits and market focus -- Promise and peril of customer visits -- Additional information -- Customer...
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| Format: | UnknownFormat |
| Sprache: | eng |
| Veröffentlicht: |
Armonk, N.Y
M.E. Sharpe, Inc
c 2008
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| Ausgabe: | 3. ed. |
| Schlagworte: | |
| Online Zugang: | Inhaltsverzeichnis |
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Tag hinzufügen | Zusammenfassung: | Introduction -- Focus of this book -- Background -- Developments since the first and second editions -- Who should read this book -- Acknowledgments -- Rationale -- Why visit customers? -- Customer visits and market focus -- Promise and peril of customer visits -- Additional information -- Customer visits as a distinctive approach to market research -- Why do market research at all? -- Why do market research via personal visits? -- Why visits by cross-functional teams? -- Additional benefits of team visits -- Additional information -- Limits, boundary cases, and the sweet spot for customer visits -- When customer visits are not the technique of choice -- The sweet spot for customer visits -- Boundary cases -- From conceptual rationale to practical advice -- Additional information -- Procedures -- Programmatic, ad hoc, and hybrid approaches to visiting customers -- Ad hoc visits -- Hybrid and emerging visit types -- How to harvest data from ad hoc visits -- Planning a program of visits -- Why a program of visits? -- Appropriate and inappropriate applications for visit programs -- A seven-step procedure for planning customer visit programs -- Additional information -- Budgets, recruitment, coordination, team preparation, and time line -- Cost factors -- Recruit customers -- Coordination with the salesforce -- Select team members -- Time frame -- Additional information -- Selecting customers to visit -- Devising a sample frame -- Special cases in sample selection -- Additional information -- Preparing a discussion guide -- The goal: information capture -- Discussion guide -- A process for team preparation of a discussion guide -- Additional information -- Constructing good questions -- Preparation but also spontaneity -- Importance of open-ended questions -- Workhorse questions -- Specialized question strategies -- Criteria for effective and ineffective questions -- Two specific questions to avoid -- How to ask questions about pricing -- The importance of follow-up questions -- Additional information -- Conducting the visits -- Interview format: time boundaries -- Interview format: spatial considerations -- Group versus individual interviews -- Interview roles -- Interview skills -- Five difficult interview situations -- Additional information -- Completing the visit program -- Debriefing -- Analysis and reporting -- Dissemination of results -- Storage of results -- Closure for customers and the field -- Additional information -- Analysis -- Generalizability of visit data -- Procedures for the analysis of visit data -- Process of analysis: baseline approach -- Analysis of visit data: a closer look -- Visual representation of visit data -- Tips for improving the analysis of visit data -- Additional information -- The place of customer visits within the market research toolbox -- Compartments in the market research toolbox -- Research planning -- Customer visits compared to kindred techniques -- Combination strategies involving customer visits -- Two mistakes to avoid -- Summary -- Additional information -- Appendix: checklist for conducting a program of customer visits -- Bibliography -- Index -- About the author Introduction -- Focus of the book -- Background -- Developments since the first and second editions -- Who should read this book -- Acknowledgments -- Rationale -- Why visit customers? -- Customer visits and market focus -- Promise and peril of customer visits -- Additional information -- Customer visits as a distinctive approach to market research -- Why do market research at all? -- Why do market research via personal visits? -- Why visits by cross-functional teams? -- Additional benefits of team visits -- Additional information -- Limits, boundary cases, and the sweet spot for customer visits -- When customer visits are not the technique of choice -- The sweet spot for customer visits -- Boundary cases -- From conceptual rationale to practical advice -- Additional information -- Procedures -- Programmatic, ad hoc and hybrid approaches to visiting customers -- Ad hoc visits -- Hybrid and emerging visit types -- How to harvest data from ad hoc visits -- Planning a program of visits -- Why a program of visits? -- Appropriate and inappropriate applications for visit programs -- A seven-step procedure for planning customer visit programs -- To begin: set objectives -- Additional information -- Budgets, recruitment, coordination, team preparation, and time line -- Cost factors -- Recruit customers -- Coordination with the salesforce -- Select team members -- Time frame -- Additional information -- Selecting customers to visit -- Devising a sample frame -- Special cases in sample selection -- Additional information -- Preparing a discussion guide -- The goal: information capture -- The discussion guide -- A process for team preparation of a discussion guide -- Additional information -- Constructing good questions -- Preparation but also spontaneity -- Importance of open-ended questions -- Workhorse questions -- Specialized question strategies -- Criteria for effective and ineffective questions -- A few specific questions to avoid -- How to ask questions about pricing -- The importance of follow up questions -- Additional information -- Conducting the visits -- Interview format: time boundaries -- Interview format: spatial considerations -- Group vs. individual interviews -- Interview roles -- Interview skills -- Difficult interview situations -- Additional information -- Completing the visit program -- Debriefing -- Analysis and reporting -- Dissemination of results -- Storage of results -- Closure for customers and the field -- Additional information -- Analysis -- Generalizability of visit data -- Procedures for the analysis of visit data -- Process of analysis: baseline approach -- Analysis of visit data: a closer look -- Visual representation of visit data -- Tips for improving the analysis of visit data -- Additional information -- The place of customer visits within the market research toolbox -- Compartments in the market research toolbox -- Research planning -- Customer visits compared to kindred techniques -- Combination strategies involving customer visits -- Mistakes to avoid -- Summary -- Additional information -- Appendix: checklist for conducting a program of customer visits -- Bibliography -- About the author -- Index |
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| Beschreibung: | Includes bibliographical references (p. 205-207) and index |
| Beschreibung: | XVIII, 213 S. graph. Darst. 24 cm |
| ISBN: | 0765622246 0-7656-2224-6 9780765622242 978-0-7656-2224-2 |